Award earned by successful multi-phase campaign over spring and summer 2011.
It’s another feather in the cap for the China office of the Canadian Tourism Commission (CTC). Its multi-phase consumer campaign during the spring and summer to promote Canada travel picked up the “Best e-Marketing Campaign” award from prominent industry journal Travel Weekly China.The other defeated finalists were Tourism Australia and Starwood Hotels and Resorts.
These annual awards pay tribute to the leading lights in China’s travel industry. For CTC-China, the award was recognition for both “Hello, Canada,” which built awareness among Chinese travellers in the spring, and “Explore Canada,” which used social-networking channels to target the rapidly growing fully independent traveller sector of this market, especially the affluent and high-spending 25- to 34-year-olds.
Dragon Trail, China’s top travel-tech and digital marketing company, executed the campaign. The core came from an online game that allowed Chinese consumers to virtually travel to Canada from Beijing, Shanghai or Guangzhou to Vancouver, BC, or Toronto, ON. Consumers also had the chance to win one of three real trips to our country, based on the virtual adventures.
The campaign microsite featured five outstanding travel experiences from each of the CTC’s four provincial partners, all wrapped up as packages that included a Google map, video, images and a link to Ctrip for consumers to make an immediate booking.
The results were impressive over six weeks: 3.3 million-plus site visitors, 40,000 followers on Sina Weibo (China’s microblogging colossus), a slew of online and traditional media coverage and an invaluable data record of more than 250,000 registered consumers.
“Leveraging the Internet and social media in China is critical for Canada to influence consumers in such a complex and highly competitive travel market,” says Derek Galpin, CTC managing director China/India. “The holistic approach we used this time to both influence and educate Chinese consumers really paid dividends, which is reflected by this prestigious award.”